02/0

3/10

Sam

ple

Fo

ote

r T

ext

Her

e1 RMG Target School

Search Engine Marketing

02/0

3/10

Tra

inin

g2

02/0

3/10

Tra

inin

g3 Why is Search Here to Stay?

Convenient

Environmentally Friendly

Intimate

A Website Isn’t An Ad, It Is a Place of Business

02/0

3/10

Tra

inin

g5

In other media, you set targets based on audience demographic, ad frequency, ratings, coverage, and costs to reach consumers.

Traditional Marketing is About Fishing in the Right Pond, At the Right Time, for a Consistent Amount of Time.

02/0

3/10

Tra

inin

g6 Search Engine Marketing is Different

Search is about baiting the hook so the fish thinks it has found you.

02/0

3/10

Tra

inin

g7

Money and Market Share Don’t Have Absolute Power Here.

Even with PPC, you cannot buy your way to the top.Top results must be earned.

The Most Important Thing to Know…

Google’s only priority is the Searcher.

Everything that they do is in the interest of the searcher’s experience.

They have no problem making money from advertisers who want to reach their searchers.

But in order to that, you have to play by their rules.

02/0

3/10

Sam

ple

Fo

ote

r T

ext

Her

e8

Google’s Search Engine Landing Page (SERP)02

/03/

10S

amp

le F

oo

ter

Tex

t H

ere

9

You can bid on this keyword to get an ad impression here.

To get an ad here you have to have a sufficient bid & a high quality score.

You can only earn the right to be here. This cannot be bought.

02/0

3/10

Tra

inin

g1

0 Relevance:The Holy Trinity of Search

CTR also contributes to Quality Score over time.

02/0

3/10

Tra

inin

g1

1 Ad Copy Must Compel the Searcher to Click on the Link

02/0

3/10

Tra

inin

g1

2 PPC Bloopers & Blunders

Search Engine Optimisation

02/0

3/10

Sam

ple

Fo

ote

r T

ext

Her

e13

SEO is the Servant of Two Masters: The Search Engine and The Searcher

Always Create Content for Your Customer

Do not write for Google (search engines)

Write for people

Write for searchers

Write for customers

Did I mention writing for Human Beings?

Sea

rch

Ma

rke

tin

g W

orl

d 2

009

Never Forget!

Technology is the vehicle....

Sea

rch

Ma

rke

tin

g W

orl

d 2

009

...but the web is a very HUMAN place.

This is What Google ‘Sees’02

/03/

10S

amp

le F

oo

ter

Tex

t H

ere

17

02/0

3/10

18

Search engines use algorithms to determine the overall relevance of a web page

Google’s algorithms are based on up to 200 variables

Algorithms are constantly adjusted

Search engines do not reveal the algorithms they use

The Search Engine Algorithms

Optimising for Perfect Pitch

SEO is about writing engaging, useful, marketable content and adjusting as many variables as possible to achieve

perfect pitch in the organic (natural) search engine results.

02/0

3/10

Tra

inin

g2

0 Keyword Volume is to PPC What Coverage Targets are to TV

Content is King!

Content should be:

RelevantCurrentUsefulEngagingEasy to scanStructuredStrategically Keyworded

... And written for searchers not for search engines!

The Title TagS

earc

h M

ark

eti

ng

Wo

rld

20

09

The Meta DescriptionS

earc

h M

ark

eti

ng

Wo

rld

20

09

Anchor TextS

earc

h M

ark

eti

ng

Wo

rld

20

09

02/0

3/10

Sam

ple

Fo

ote

r T

ext

Her

e25 Internal Linking &

Site Structure

Internal Links – The eCommerce Way02

/03/

10S

amp

le F

oo

ter

Tex

t H

ere

26

Alt Text & Alt Link Text02

/03/

10S

amp

le F

oo

ter

Tex

t H

ere

27

The SEO Holy Grail: Link Building

www.we’respecial.ie

Search is Only 1 ChannelS

earc

h M

ark

eti

ng

Wo

rld

20

09

That Leads to a Web PageS

earc

h M

ark

eti

ng

Wo

rld

20

09